This is a presentation on digital marketing of a fictional automobile company.

1. THE MODEL 7X
NIDHIAGARWAL ADARSH NJ
GURPREET SINGH SETHI ALTAMASH HASAN
MANIKANDAN BALAJI ARCHIKA SINGH
GROUP 7
DIGITAL MARKETING PRESENTATION

2. About Industry
• 96 million cars manufactured in
2019 globally
• industry is expected to grow at a
CAGR of 2.87%
• Annual turn over is 2.75 trillion
• Contribution to world GDP is 3.65%
• Industry gives employment to 8.4
million people

3. Automotive industry in India
• It is expected to grow at a CAGR of 3.05 per cent during 2016-2026
• The Indian automotive industry is one of the driving forces of the economy, contributing
about 49% to the country’s manufacturing GDP and 7.5% to its overall GDP
• As per Automotive Mission Plan 2016–26, its contribution is projected to increase to 12%
• The sector’s value chain employs about 32 million people

4. Our Product – The Model 7X

5. Specification
• Price Range- 65 Lacs to 70 lacs
• Fuel Type- Electric
• Transmission Type- Automatic
• Body Type- Sedan
• Seating Capacity- 4
• Maximum Power- 540 to 550 ps
• Maximum Torque- 45-50 kgm
• Battery Type- Lithium ion polymer
• Battery Capacity- 100 kWh
• Expected range- 450 km

6. • Electric Vehicles Market is projected to reach 26,951,318 units by 2030 from an estimated
3,269,671 units in 2019, at a CAGR of 21.1% during the forecast period
• In March 2016, the Government of India set the country’s ambitious target to have of 100%
electric vehicles fleet on road by 2030
• Rising shift towards electric cars
• growing sensitivity of various governments toward a cleaner environment has increased the
demand for zero-emission vehicles
Why Electric vehicle?

7. Target Group
• Working Males within the age group of 30 – 35 who are living in Tier
1 city with an annual income of more than 70 lacs per annum who
preferably owns atleast 1 premium luxury car.

9. INDIAN LUXURY CAR MARKET
• According to industry estimates, around 34,500 to 35,500 luxury cars were sold
in India in 2019 as against 40,340 units sold in 2018.
• However, as per The Economic Times , the demand is expected to revive after
April 2020 when BS-VI emission norms come into effect.
• The demand for luxury cars in India was primarily amongst the elderly,
financially well-established population and ultra-high net worth individuals.
• When GST was implemented, luxury cars were categorized under the highest
slab of 28%. As the tax reduced, luxury car manufacturers passed on lower
prices to consumers, resulting in higher demand.
• The demand for luxury cars is penetrating beyond the metros, especially tier-2
and tier-3 cities
• The leader for luxury cars in India is Mercedes Benz offering affordable luxury
cars priced as low as INR 3-5 million.
• Source: Euromonitor

10. Our Competitors

11. SEGMENTATION
Based on Income:
• Income between 55 lakhs to 70 lakhs
• Income above 70 lakhs
Based on behavior:
• People who have love for premium cars.
• People who are passionate for driving.
• People who believe that it is lucky to buy new car on festivals.
Based on Psychograph:
• Achievers who believe that premium products are a sign of achievement and need
products to demonstrate their success.
• Explorers who have high value of resources and open to try new products.
• People who want to save this planet and love nature.

12. TARGETING
Based on Income:
• The group with income above 70 lakhs would be targeted for all the cars of Model 7X
Based on behavior:
• People who have love for premium cars would be targeted primarily.
• People who wants to increase their standard of living would be targeted after that to
increase the market base.
• People who finds it lucky to buy cars on festivals would be targeted on festivals through
interesting offers and discounts.
Based on psychograph:
• People who wants to demonstrate their success through premium cars would be
targeted.
• Explorers would be targeted on later stage for further market development.

13. POSITIONING
Customers target and insight: A person who is
looking for vehicle that has elegance as well as
speed and is ready for new experience.
Customer need state: Desire for buying a
premium car with latest technologies and
features.

14. CHANNELS
1. Search engine optimization (SEO)
By optimizing our website to boost our ranking in the search results, we will increase our products
awareness to a person interested in a luxury car purchase.
This can be done in 3 ways
A) Keyword optimization
B) Link building
C) User experience
2. Social media
3. Email marketing
4. YouTube advertising

15. Facebook Marketing
Step 1: Selecting the Marketing Objective

16. Step 2: Selecting the point of fulfilment of
Conversion.

17. Step 3: Describing the Audience

18. Step 4: Defining a Budget

19. Step 5: Understanding the Potential Reach of the described Audience

20. Step 6: Making and Publishing the Ad

21. Budget And Measurement
SERVICE NAME GENERAL SERVICE
COST
BUDGET
ALLOCAT
1. ADVANCED SEARCH ENGINE OPTIMIZATION(SEO) Rs.15000-1,00,000 PER
MONTH
Rs..50,000
2. SOCIAL MEDIA MARKETING (Twitter, Facebook, LinkedIn
ETC)
Rs.5000-Rs.1,00,000 per
account per month
Rs..1,00,0
3. WEBSITE DESIGN &HOSTING Rs.5000-Rs.2,00,000 per
year
Rs. 2,00,0
4. Content Writers Rs.500- 5000 for 500
words blog.
Rs.2000

22. Budget And Measurement
SERVICE NAME GENERAL SERVICE
COST
BUDGET
ALLOCATED
6. E-mail campaign Rs.1000-20,000 PER
MONTH
Rs..10,000
7. Landing page setup Rs.3000-Rs.10,000 per
landing page
Rs..10,000
8. ADS expense:
1. Facebook ads
2. Instagram ads
3. YouTube ads
4. Google ads
Rs.2,00,000 per month
Rs.2,50,000 per month
Rs. 73,000 per month
$9000-$10,000 per
month
Rs.2,00,000
Rs.2,50,000
Rs.73,000
Rs.7,30,000.
Total Budget Rs.16,65,000.

23. Budget And Measurement
Measurement:
• Reach, engagement, Impressions.
• Clicks ,CTR ,CPA ,CPM.
• AD frequency.
• Amount spent.